Question 1

What is a marketing research aggregator? Discuss the role of aggregator firms in marketing research.

Accepted Answer

A marketing research aggregator acquires,catalogs,reformats,segments,and resells reports already published by large and small marketing research firms.
The role of aggregator firms is growing because their databases of research reports are getting bigger and more comprehensive-and more useful-as marketing research firms get more comfortable using resellers as a sales market.Meanwhile,advances in Web technology are making the databases easier to search and deliveries speedier.
Aggregators are also indirectly tapping new markets for traditional research firms by slicing and repackaging research reports into narrower,more specialized sections for resale to small- and medium-sized clients that often cannot afford to commission their own studies.

Question 2

All of the following are types of probability samples EXCEPT:

Accepted Answer

A)  systematic samples 
B)  quota samples 
C)  cluster samples 
D)  stratified samples 
E)  random samples 
A)  systematic samples 
B)  quota samples 
C)  cluster samples 
D)  stratified samples 
E)  random samples B

Question 3

Radio One is the largest U.S.radio broadcasting company targeting black Americans today.Radio One staffers are constantly reviewing secondary information looking for any emerging trends in their target market.Potential disadvantages of this research approach include:

Accepted Answer

A)  the questionable quality of the data 
B)  the high cost of collecting secondary data 
C)  the length of time it takes to collect secondary data 
D)  interviewer bias during the collection process 
E)  the potential for sampling error 
A)  the questionable quality of the data 
B)  the high cost of collecting secondary data 
C)  the length of time it takes to collect secondary data 
D)  interviewer bias during the collection process 
E)  the potential for sampling error A

Question 4

Marketing research should NOT be undertaken when:

Accepted Answer

A)  the perceived costs are greater than the projected benefits. 
B)  there are no secondary data in existence to guide the project definition. 
C)  it will take a long time to complete. 
D)  the actual costs are less than the forecasted benefits. 
E)  the perceived costs are the same as the forecasted benefits. 
A)  the perceived costs are greater than the projected benefits. 
B)  there are no secondary data in existence to guide the project definition. 
C)  it will take a long time to complete. 
D)  the actual costs are less than the forecasted benefits. 
E)  the perceived costs are the same as the forecasted benefits.

Question 5

The best experiments are those in which:

Accepted Answer

A)  all variables are allowed to act freely. 
B)  all variables are held constant except the ones being manipulated. 
C)  all factors provide the desired results. 
D)  the subjects are unpaid volunteers. 
E)  two variables are held constant while all of the others are manipulated. 
A)  all variables are allowed to act freely. 
B)  all variables are held constant except the ones being manipulated. 
C)  all factors provide the desired results. 
D)  the subjects are unpaid volunteers. 
E)  two variables are held constant while all of the others are manipulated.

Question 6

What is scanner-based research? What two companies currently provide most of the scanner data?

Accepted Answer

Scanner-based research is a system for g

Question 7

Fisher-Price employees were engaged in experimental research when they observed,from behind a mirror,children playing with soap bubbles and decided to build a toy lawn mower that spewed soap bubbles.

Accepted Answer

A) True 
 B)False

Question 8

Compare and contrast probability samples and nonprobability samples.List the types of samples for each.

Accepted Answer

PROBABILITY SAMPLES.If the sample must b

Question 9

In a survey for her marketing class,Alicia interviewed 80 randomly selected men and asked them their opinions of women with tans.Her initial results showed that the men overwhelmingly believed tans were a health risk.When she conducted the same survey again using the same methodology,she discovered that 50 percent of the surveyed population in the second group found women with tans sexy.This is most likely an example of a _____ error.

Accepted Answer

A)  representational 
B)  random 
C)  nonprobability 
D)  frame 
E)  reliability 
A)  representational 
B)  random 
C)  nonprobability 
D)  frame 
E)  reliability

Question 10

In a(n)_____ sample,additional respondents are selected on the basis of referrals from the initial respondents.

Accepted Answer

A)  quota 
B)  judgment 
C)  piggyback 
D)  probability 
E)  snowball 
A)  quota 
B)  judgment 
C)  piggyback 
D)  probability 
E)  snowball

Question 11

Computer-assisted personal interviewing and computer-assisted self-interviewing are computerized techniques for conducting:

Accepted Answer

A)  CLT interviews. 
B)  mall intercept interviews. 
C)  e-mail interviews. 
D)  in-home interviews. 
E)  focus groups. 
A)  CLT interviews. 
B)  mall intercept interviews. 
C)  e-mail interviews. 
D)  in-home interviews. 
E)  focus groups.

Question 12

A(n)_____ gathers its information from a single group of respondents by continuously monitoring the advertising,promotion,and pricing they are exposed to and the things they buy.This creates a huge database of marketing efforts and resultant consumer behavior.

Accepted Answer

A)  one-way mirror observation study 
B)  television meter investigation 
C)  laser scanner experiment 
D)  CLT interview 
E)  scanner-based research system 
A)  one-way mirror observation study 
B)  television meter investigation 
C)  laser scanner experiment 
D)  CLT interview 
E)  scanner-based research system

Question 13

After listening to a group of middle-aged women discuss their biggest concerns about the jeans they wore,a company designed a new line of comfortable women's jeans and touted them as "not your daughter's jeans." This is an example of research conducted to:

Accepted Answer

A)  improve the quality of their decision making. 
B)  find out why a marketing plan failed. 
C)  learn how to more efficiently retain customers. 
D)  understand the ever-changing marketplace. 
E)  do all of these. 
A)  improve the quality of their decision making. 
B)  find out why a marketing plan failed. 
C)  learn how to more efficiently retain customers. 
D)  understand the ever-changing marketplace. 
E)  do all of these.

Question 14

The difference between a traditional focus group and an online focus group is that there is no moderator in the online group like there is in a traditional group.

Accepted Answer

A) True 
 B)False

Question 15

Once customer data are analyzed and transformed into usable information,the information must be:

Accepted Answer

A)  implemented. 
B)  evaluated. 
C)  leveraged. 
D)  stored. 
E)  mined. 
A)  implemented. 
B)  evaluated. 
C)  leveraged. 
D)  stored. 
E)  mined.

Question 16

A pediatrician's office noticed that fewer parents are bringing their children in for their vaccinations and routine checkups.The office sent out a questionnaire to parents whose children are behind in their shots.The questionnaire included the question "Why are you reluctant to have your child vaccinated?" This would be an example of a(n):

Accepted Answer

A)  dichotomous response 
B)  sampling frame question 
C)  scaled-response question 
D)  closed-ended question 
E)  open-ended question 
A)  dichotomous response 
B)  sampling frame question 
C)  scaled-response question 
D)  closed-ended question 
E)  open-ended question

Question 17

One type of sampling error is _____,which is created when the sample actually interviewed differs from the sample drawn.

Accepted Answer

A)  random error 
B)  diagnostic error 
C)  nonresponse error 
D)  nonprobability error 
E)  measurement error 
A)  random error 
B)  diagnostic error 
C)  nonresponse error 
D)  nonprobability error 
E)  measurement error

Question 18

Post Properties is a company that manages apartments in various communities.It is concerned with a glut of apartments in Atlanta,Orlando,and Dallas.Its market researcher begins by examining the rental markets in the Southeast,the history of apartment buildings,local economies,competitive rents,and ownership--all information that was on hand and did not require any new research to locate.The market researcher looked at:

Accepted Answer

A)  a closed study. 
B)  secondary data. 
C)  primary data. 
D)  a statistical analysis. 
E)  priority databases. 
A)  a closed study. 
B)  secondary data. 
C)  primary data. 
D)  a statistical analysis. 
E)  priority databases.

Question 19

Identify the four types of observation research and give an example of how each is used in marketing research.

Accepted Answer

The four types of observation research a

Question 20

Information collected for the first time for the purpose of solving a particular problem under investigation is called _____ data.

Accepted Answer

A)  primary 
B)  secondary 
C)  dichotomous 
D)  observation 
E)  convenience 
A)  primary 
B)  secondary 
C)  dichotomous 
D)  observation 
E)  convenience

Exam 17: Marketing Research

What is a marketing research aggregator? Discuss the role of aggregator firms in marketing research.

All of the following are types of probability samples EXCEPT:

Radio One is the largest U.S.radio broadcasting company targeting black Americans today.Radio One staffers are constantly reviewing secondary information looking for any emerging trends in their target market.Potential disadvantages of this research approach include:

Marketing research should NOT be undertaken when:

The best experiments are those in which:

What is scanner-based research? What two companies currently provide most of the scanner data?

Fisher-Price employees were engaged in experimental research when they observed,from behind a mirror,children playing with soap bubbles and decided to build a toy lawn mower that spewed soap bubbles.

Compare and contrast probability samples and nonprobability samples.List the types of samples for each.

In a(n)_____ sample,additional respondents are selected on the basis of referrals from the initial respondents.

Computer-assisted personal interviewing and computer-assisted self-interviewing are computerized techniques for conducting:

A(n)_____ gathers its information from a single group of respondents by continuously monitoring the advertising,promotion,and pricing they are exposed to and the things they buy.This creates a huge database of marketing efforts and resultant consumer behavior.

After listening to a group of middle-aged women discuss their biggest concerns about the jeans they wore,a company designed a new line of comfortable women's jeans and touted them as "not your daughter's jeans." This is an example of research conducted to:

The difference between a traditional focus group and an online focus group is that there is no moderator in the online group like there is in a traditional group.

Once customer data are analyzed and transformed into usable information,the information must be:

One type of sampling error is _____,which is created when the sample actually interviewed differs from the sample drawn.

Identify the four types of observation research and give an example of how each is used in marketing research.

Information collected for the first time for the purpose of solving a particular problem under investigation is called _____ data.

An Overview of Marketing

Case Study Girl Scout Cookies

Strategic Planning for Competitive Advantage

Case Study Disney: The Happiest Brand on Earth

Ethics and Social Responsibility

Case Study Barclays Bank: Banking on Ethics

The Marketing Environment

Case Study Daimler/BMW: A New Breed of Driver

Developing a Global Vision

Case Study P&G Unilever Panasonic: The $2-a-Day Initiative

Consumer Decision Making

Case Study eBay: Creating Customers on the Move

Business Marketing

Case Study Pantone: This Year’s Color: Honeysuckle

Segmenting and Targeting Markets

Coke Zero

Case Study Marriott International: A Marriott Site for Those on the Move

Product Concepts

Case Study Ford Motor Co.: One Ford; One Big Turnaround

Developing and Managing Products

Case Study Harmonix: Embrace Your Inner Rock Star

Services and Nonprofit Organization Marketing

Minute Clinic

Supply Chain Management

The U.S.Transportation Industry: Planning for a Potential Post-Recession Capacity Crunch

Marketing Channels and Retailing

Nordstrom's

Marketing Communications

HBO's True Blood

Advertising Public Relations and Sales Promotion

Burger King

Personal Selling and Sales Management

Ron Popeil

Social Media and Marketing

Facebook: Advertising’s Troubling Future

Pricing Concepts

Groupon vs.LivingSocial: Coupon Wars

Setting the Right Price

Black Friday Sales: Deal…or No Deal?

Telekom Austria Group: Sustainability to Increase Value

Mary Kay Inc: Taps into a Changing Demographic

Prestige Brands Inc-Transforming the Business

Cutco Cutlery Corporation: Direct to Consumer for Over 60 Years!

Lap Dance at Boston Blazers Lacrosse Game: Promotional Mistake or Creative Genius?

Will a New Reservation System Translate to Higher Prices for Travelers?

Concerns over Sustainability Result in Social Media Disaster for Nestlé

Four Loko Targets Young College Hedonists

McAfee Virus Protection Update Crashes Computers Worldwide

Microsoft Implies Distribution of Angry Birds on Windows Phone 7

Yellow Tail’s Tails-for-Tails Campaign

Concerns over Sustainability Result in Social Media Disaster for Nestlé

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